Is less really more? - The influence of logo descriptiveness in logo redesign on brand evaluations across countries.

Abstract

Studying the cross-country comparison of logos effects is relevant because if limited cross-country differences exist, then a brand may wish to adopt a global logo selection. The present study investigated the effects of logo descriptiveness and nationality (Spain and the US) on consumer brand evaluations. 199 participants from the US and Spain participated in the research via an online questionnaire in which their brand evaluations were assessed after viewing logos with one of three levels of descriptiveness. Tolerance of ambiguity was used as a cultural variable as it may be related to Hofstede’s uncertainty avoidance, however the difference between countries were small. More descriptive logos (verbal + icon) provoked more positive brand attitudes than less descriptive logos (verbal logos), but, interestingly, icon logos also provoked more positive brand attitudes than verbal logos. There were no differences between the two samples or logo descriptiveness conditions on brand recognition or response time.